Incidence of cognitive and affective attitudes of consumers in the defense of a local brand

From marketing, this study explores the perceptions of consumers about the local brand La Catira Industria Láctea, located in the department of Meta, Colombia. It aims to analyze the cognitive and affective attitudes of the consumer in relation to the brand in order to establish the variable with th...

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Detalles Bibliográficos

Autores principales:	Otero-Gómez, María Cristina, Giraldo-Pérez, Wilson
Formato:	Online
Lenguaje:	spa
Publicado:	Universidad Pedagógica y Tecnológica de Colombia 2020
Materias:	marketing; cognitive attitude; affective attitude; brand defense actitud cognitiva; actitud afectiva; defensa de la marca
Acceso en línea:	https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/10627